WHAT’S IN A NAME
Michael Kimmelman in a New York Times article on a new Italian winery near Florence, identifies the architect as Archea. There is no Architetto Archea, it’s a made-up name. While most architecture firms continue to be named John Doe Associates, the use of invented names is increasingly common. There are the mega-practices Aecom and Aedas, the mainstream Ennead (originally Polshek Partnership), cutting-edge SHoP, and the recently disbanded Office dA. Some of the made-up names involve arcane wordplay–Coop Himmelb(l)au, Mecanoo, Asymptote, Arch-Tectonics–and some seem calculated simply to grab our attention, like the Danish firm BIG (Bjarke Ingels Group),